Tim Ash

Tim Ash is CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and software tools to improve conversion rates. SiteTuners' AttentionWizard.com visual attention prediction tool can be used on a landing page screenshot or mock-up to quickly identify major conversion issues. He has worked with Google, Facebook, American Express, CBS, Sony Music, Universal Studios, Verizon Wireless, Texas Instruments, and Coach.

Tim is a highly-regarded presenter at Search Engine Strategies, eMetrics, PPC Summit, Affiliate Summit, PubCon, Affiliate Conference, and LeadsCon. He is the chairperson of ConversionConference.com, the first conference focused on improving online conversions. A columnist for several publications including ClickZ, he's host of the weekly Landing Page Optimization show and podcast on WebmasterRadio.fm. His columns can be found in the Search Engine Watch archive.

He received his B.S. and M.S. during his Ph.D. studies at UC San Diego. Tim is the author of the bestselling book, "Landing Page Optimization."

Visitors will arrive at your Web site with their own needs, perspectives, and emotions. Because you don't know much about them individually, here's how you can influence them with the design of your site.

Between changing a button color or font size and completely redesigning a landing page, there's a continuum of possible changes to test. Changing the granularity of your tests allows you to include your important ideas while keeping test sizes reasonable.

In statistics, results do not become stable until a large enough sample is tested. Accordingly, making landing page decisions using data from a too-small sample size can lead marketers to make bad decisions.

Landing page optimization and testing can have a dramatic impact on your online marketing profitability. But even without testing you can quickly eliminate several common mistakes that can instantly skyrocket conversion rates.

The statistics branch of mathematics has a poor reputation among the public. While there's nothing wrong with statistics itself, there are many common misuses. Let's look at some of the implications for landing page optimization.

After launching a landing page optimization project, you inevitably will find chinks in the armor of your beautiful and perfect creations. Before fixing anything, you have to let go of your ego and acknowledge that your baby is ugly.

We all want to create "meaning" and see the larger patterns in our tests that can apply to other circumstances. But the world is very complex, and trying to generalize universal truths from a single landing page test result is often a horrible idea.

Each product or service category only has room for a tiny number of established leaders, and they capture disproportionate value in their respective market categories. Although other products or services may be objectively just as good, they require additional attention to evaluate, and require additional steps to lead visitors to action.